Um… disease? What disease? The disease of thinking “that a really great idea is 90% of the work.” That’s the diagnosis from Steve Jobs gives us in a great (short) video my friend Dan Gorgone sent me for the #swipefile.
It’s tempting, right? To think that the idea we have is the idea that will work? After all, it’s a REALLY GREAT IDEA… or you wouldn’t be investing your time and energy, would you? (And, er, if you don’t think it’s a really great idea, we need to talk.)
But the idea you have and the idea that works out there in the world are often very, very different. Those two may start in the same place, sure, but any idea that’s meant to change thinking or behavior doesn’t exist only in your head. It can’t. Ideas always live in the In Between.
The In Between is the space between your idea and the people it’s meant to serve. It’s where your idea is tested and shaped by the world. By what’s possible. By what’s understood. By what’s wanted.
As Steve Jobs said, turning your idea into reality takes “craftsmanship.” And a strong stomach. Because keeping your idea to yourself is safe. No one can criticize it there, or poke holes in it, or reject it. Even if you’re doing a fine job of all three already, it doesn’t actually count until your idea is out there. You can’t know a great idea is great until you put it into the In Between.
Because you don’t decide what’s great. They do.
That’s why the first critical step is get your idea into words, into your message. Those words are the sheet you throw over the Invisible Man to see where he is. Your message is what gives shape to your idea so you can see where it is in the In Between. Is it finding its place? Can your market see it? Do they care?
And I get it. Putting it into words is hard, because it forces clarity. It forces you to really look at your idea and see if it’s strong enough. And that’s scary. So scary you may not want to write any words at all. But if you don’t write something, if you don’t invest that effort into your idea… why would anyone else?
So, at the very least, try writing “eight lousy sentences.” Or eight versions of your idea’s Red Thread (one SHORT sentence that captures how your idea gives something people want via means they didn’t expect). Heck, to sweeten the deal, I’ll even take a look at what you write. (Even better if you use Laura Belgray’s awesome advice to make sure I open said email… )
Just write SOMETHING. Put it out into the In Between.
Your idea deserves it.
So do you.The idea you have and the idea that works out there in the world are often very, very different. Click To Tweet
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